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| Author: | Davidson, J. |
| Title: | Transforming the value of company reports through marketing measurement |
| Journal: | Journal of Marketing Management
1999 : NOV, VOL. 15:8, p. 757-777 |
| Index terms: | Performance measurement Company performance Marketing Company reports |
| Language: | eng |
| Abstract: | Based on marketing literature, existing research among analysts and shareholders, and examples of current practice among 25 companies explored as part of this paper, a long list of 47 marketing metrics is developed. |
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